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Assos store to open in London's West End this month (+ video)assos store2.jpg

Assos store to open in London's West End this month (+ video)

Doors open at Regent Street flagship on Friday 18 November
by Simon_MacMichael
Wed, Nov 09, 2016 19:09
9

High-end Swiss cycling clothing brand Assos will throw the doors of its new store in London’s West End open to the public on Friday 18 November.

Located in the new St James’s Street Market mixed-use development on Regent St, just a few metres up the road from where Pinarello has its London store.

Quoted on the website theindustrylondon.com, Assos CEO Phil Duff said: “Wherever you live in the world, cycling is the best way to get from A to B and we firmly believe that performance and style aren’t mutually exclusive.

“London is the epicenter of fashion and the ever-growing buzz around cycling and we’re thrilled to bring our passion to Regent Street.”

The store has been designed by Ab Rogers, son of superstar architect Lord Rogers, and who is a bike rider himself. He said: “I wanted to design a space that echoed this ethos, but importantly, also offered an innovative retail solution to guarantee customers an un-matched experience both on and off the bike.”

Announced in January this year, it’s the first international store for the company, which already operates one in Lugano, Switzerland, and will showcase its full range of clothing, accessories, helmets and eyewear.

The store will be open 7 days a week:

Mon-Friday 10am -7pm

Saturday 9am -6pm

Sunday 12pm -6pm

> Assos to open new “experience concept” store in London

Here's the brand's teaser video for the store.

Assos
shop
West End
Simon MacMichael

Simon joined road.cc as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.

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9 comments

Avatar
crazy-legs | 8 years ago
0 likes

Quote:

 Have another look, it looks like the light is on green to me..

The left turn filter onto Commercial Street is green. Straight ahead down Shoreditch High Street is red.

Must have been filmed about 3am on a Bank Holiday Monday morning in order to have the streets that empty!

 

Avatar
Dnnnnnn | 8 years ago
0 likes

'Assos CEO Phil Duff said: “Wherever you live in the world, cycling is the best way to get from A to B"'

Yeah, take that skyscanner.net!

Avatar
LastBoyScout | 8 years ago
1 like

Why isn't he using the bus lane / cycle lane...?

Avatar
welshman001 | 8 years ago
0 likes

I thought too the Assos store was meant to open last month.

I will take a look around but I think will stick to Rapha.

Avatar
crazy-legs | 8 years ago
6 likes

God what an awful video. I mean partly it's the glaring inconsistencies - he passes the Natural History Museum on Cromwell Road, West London before riding south down the A10 at the Commercial Street / Great Eastern Street Junction (east London!) before appearing in Brick Lane (500m east of the A10), riding south over London Bridge and then somehow popping out heading north up Waterloo Place / Regent Street!

While doing this magical place-hopping, he's wearing all black, riding a brakeless fixie up the middle of the road and then at 48seconds he junps a red light.

But he looks SO cool while doing it so that's all OK. 

Think I'll stick to the Rapha store over on Brewer Street.

Avatar
Anthony.C replied to crazy-legs | 8 years ago
0 likes

crazy-legs wrote:

God what an awful video. I mean partly it's the glaring inconsistencies - he passes the Natural History Museum on Cromwell Road, West London before riding south down the A10 at the Commercial Street / Great Eastern Street Junction (east London!) before appearing in Brick Lane (500m east of the A10), riding south over London Bridge and then somehow popping out heading north up Waterloo Place / Regent Street!

While doing this magical place-hopping, he's wearing all black, riding a brakeless fixie up the middle of the road and then at 48seconds he junps a red light.

But he looks SO cool while doing it so that's all OK. 

Think I'll stick to the Rapha store over on Brewer Street.

 Have another look, it looks like the light is on green to me..

Avatar
AWP replied to crazy-legs | 8 years ago
1 like

crazy-legs wrote:

God what an awful video. I mean partly it's the glaring inconsistencies - he passes the Natural History Museum on Cromwell Road, West London before riding south down the A10 at the Commercial Street / Great Eastern Street Junction (east London!) before appearing in Brick Lane (500m east of the A10), riding south over London Bridge and then somehow popping out heading north up Waterloo Place / Regent Street!

While doing this magical place-hopping, he's wearing all black, riding a brakeless fixie up the middle of the road and then at 48seconds he junps a red light.

But he looks SO cool while doing it so that's all OK. 

Think I'll stick to the Rapha store over on Brewer Street.

Maybe they cut the bits where he's using those London Underground hyperspace portals we weren't aware of. There's a couple on the London Zwift course. You can get from central London to Box Hill in a few hundred metres - honest.

Good coffee at Rapha.

 

 

Avatar
Dr_Lex replied to crazy-legs | 8 years ago
1 like

crazy-legs wrote:

God what an awful video. I mean partly it's the glaring inconsistencies 

[...]

I take your point about the RLJ, but don't ever watch "Morse" if you want to learn about the geography of Oxford.

Avatar
Leviathan | 8 years ago
2 likes

Any colour as long as it is black with white crosses.

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